Discover the 8 Types of Instagram Ads (+ Inspiring Examples)

Instagram's got something for everyone when it comes to digital ads, giving brands plenty of creative ways to connect with their audience. With over 2 billion monthly active scrollers, it's no wonder that brands are flocking to the platform to showcase their products and services. But with so many options available, how do you choose the right type of Instagram ad for your campaign?

This article will break down the 8 types of Instagram ads and share tips on creating campaigns that hit your target and deliver the kind of results you’ll be excited about.

How many types of Instagram ads are there?

Instagram offers 8 different ad formats, each with unique features and benefits. Let's dive into each type and explore how they can give your Instagram ads the boost they need.

1. Image ads

Image ads are the most straightforward type of Instagram ad. They consist of a single image with accompanying text and a call-to-action button.

Design specs:

• Portrait: 1080 x 1350 pixels (4:5 aspect ratio)
• Square: 1080 x 1080 pixels (1:1 aspect ratio)
• Landscape: 1080 x 566 pixels (16:9 aspect ratio)
• File type: JPG or PNG
• Maximum file size: 30MB

Unique benefits:

• Quick and easy to create
• Ideal for showcasing a single product or concept
• Can be repurposed from existing content

2. Video ads

Video ads allow you to tell your brand's story through moving images and sound, offering a more immersive experience than static image ads. If you've got a lot to say, then videos are for you—they help your message click with your audience in an impactful way.

Design specs:

• Video length: Up to 60 seconds
• Square: 1080 x 1080 pixels (1:1 aspect ratio)
• Horizontal: 1080 x 607 pixels (1.9:1 or 16:9 aspect ratio)
• Portrait: 1080 x 1350 pixels (4:5 aspect ratio)
• File type: MP4, MOV, or GIF
• Maximum file size: 4GB

Unique benefits:

• Videos garner 6x more engagement than static images
• Allows for storytelling and demonstration of product features
• Can convey more information in a short time

3. Carousel ads

Carousel ads enable you to showcase multiple images or videos in a single ad unit. Users can swipe through up to 10 cards, each with its image or video, link, and call to action.

Design specs:

• Number of cards: 2-10
• Square: 1080 x 1080 pixels (1:1 aspect ratio)
• Landscape: 1080 x 566 pixels (16:9 aspect ratio for images) or 1080 x 607 pixels (1.9:1 aspect ratio for videos)
• Portrait: 1080 x 1350 pixels (4:5 aspect ratio)
• Video length: Up to 60 seconds per card
• File type: JPG or PNG for images, MP4 or MOV for videos

Unique benefits:

• Showcases multiple products or features in one ad
• Allows for sequential storytelling
• Encourages user interaction through swiping
• Boasts over 300% higher engagement average than standard images. 

4. Stories ads

Story ads pop up between users' Stories, taking over the entire screen on mobile—making them perfect for quick, creative bursts of content. Stories ads blend seamlessly into the Instagram experience, keeping your brand front and center without interrupting the flow, whether it's a short video, a playful image, or a snappy promo. The full-screen format ensures that viewers can instantly engage with your message. With Instagram Stories boasting a 70% completion rate, most viewers watch the entire Story, ads included, giving your content the attention it deserves.

Design specs:

• Video length: Up to 15 seconds
• Image and video: 1080 x 1920 pixels (9:16 aspect ratio)
• File type: JPG or PNG for images, MP4 or MOV for videos

Unique benefits:

• Full-screen, immersive experience
• Can include interactive elements like polls or quizzes
• Reaches users in a more casual, temporary content space

5. Reels ads

Reels ads are short, engaging videos that show up between users' Reels content. They have great potential to go viral and attract a lot of views. People are likelier to pay attention to them because they’re entertaining and fit into the Instagram experience. Plus, they’re perfect for jumping on viral trends and capturing audience interest in a fresh, dynamic way.

Design specs:

• Length: Up to 90 seconds
• Dimensions: 1080 x 1920 pixels (9:16 aspect ratio)
• File type: MP4 or MOV

Unique benefits:

• Taps into the popularity of short-form video content
• Allows for creative, entertaining content that feels native to the platform
• Often results in 22% higher engagement than ordinary video posts, as users are more likely to watch the entire Reel.

6. Collection ads

Collection ads let you showcase multiple products in a grid format, featuring a main image or video followed by three smaller product images. This format creates an immersive experience where people can browse, discover, and purchase products or services directly on their phones without leaving the Instagram app.

Design specs:

• Cover image/video: At least 1080 x 1080 pixels (1.91:1 to 1:1 aspect ratio)
• Product images: Minimum resolution isn’t specified, but 500 x 500 pixels is recommended.
• File type: JPG or PNG for images and MP4, MOV, or GIF for videos

Unique benefits:

• Creates an immersive shopping experience within Instagram
• Allows for showcasing multiple products in a single ad
• Streamlines the path to purchase

7. Explore ads

Explore ads appear in Instagram's Explore tab, where users discover new content based on their interests. They give you a unique chance to reach audiences in discovery mode, eager to find new brands and products.

Design specs:

• Same as feed ads (Image, Video, or Carousel formats)

Unique benefits:

• Helps drive traffic to other areas of your Instagram presence, like your profile or specific product pages
• Highly targeted ads are shown based on user behavior and preferences, making them more relevant to the audience
• Can increase brand discoverability among interested users

8. Shopping ads

Shopping ads are designed for e-commerce businesses and allow you to tag products directly in your images or videos. With a staggering 72% of Instagram subscribers purchasing directly from Instagram, the tool has immense power. 

Design specs:

• Same as feed ads (Image, Video, or Carousel formats)
• Product tags are added to the ad

Unique benefits:

• Enables seamless in-app shopping experience
• Reduces friction in the path to purchase
• Ideal for showcasing products in context

What is the most effective Instagram ad type?

The most effective Instagram ad type depends on your specific goals and target audience. Each ad format has its strengths and is best suited for different objectives. Here's a quick guide to help you choose the best ad type based on your goals:

1. Brand awareness: Image ads, Stories ads, and Reels ads are great for introducing your brand to a new audience and creating a memorable impression.

2. Product showcase: Carousel ads and Collection ads are ideal for showcasing multiple products or highlighting different features of a single product.

3. Driving website traffic: Image, Video, and Story ads with strong call-to-action buttons can effectively drive traffic to your website.

4. Increasing engagement: Reels and Carousel ads encourage users to interact with your content, boosting engagement rates.

5. Generating leads: Stories ads with lead generation forms and Collection ads can help capture user information and generate leads.

6. Boosting sales: Shopping and Collection ads streamline purchasing and drive conversions.

7. Reaching new audiences: Explore ads can help you connect with users actively searching for new content related to their interests.

Instagram ad tips

Creating effective Instagram paid content requires more than just choosing the correct format. With 90% of Instagram users following at least one business account, the platform offers immense potential for advertisers. Here are some tips and best practices to help you create click-worthy ads:

1. Keep it visually appealing. Instagram is a visual platform, so make sure your ads are eye-catching and high-quality. Use bright colors, interesting compositions, and high-quality photo ads to grab users' attention. Adding emojis to your text is also an excellent way to stand out - they give your post a mood and personality, so don't shy away from using them in your ads.

2. Think mobile-first. 99% of social media users access it via mobile devices, so design your ads with mobile in mind. Use vertical formats for Story and Reels ads, and ensure your text is legible on small screens. Often, the bigger and bolder, the better.

3. Use short, punchy copy. With limited space for text, make every word count. Use clear, concise language that communicates your message quickly and effectively. According to Social Insider, 30 words or fewer captions can lead to a higher engagement rate than more extended captions.

4. Incorporate strong calls to action. Tell users exactly what you want them to do next, whether it's ‘Shop Now,’ ‘Learn More,’ or ‘Sign Up.’ 

5. Leverage user-generated content. Authentic content from actual users can be more relatable and trustworthy than polished brand content. Consider incorporating UGC into your ads to boost credibility and win over more Instagram followers. UGC posts also get 4x higher click-through rates than average ads, so you’ll see better engagement and results.

6. Test different ad formats. Feel free to experiment with various ad types to see what resonates best with your audience. Use A/B testing to compare performance and optimize your campaigns.

7. Target the right audience. Use Instagram's targeting options to reach users most likely interested in your products or services. Consider factors like age, location, interests, and behaviors. Targeted Instagram advertising can increase conversion rates by allowing you to reach the right audience with the right message, making your ads more relevant to those most likely to take action.

8. Tell a story. Use your ads to tell a story about your brand or products. Storytelling can create an emotional connection with your audience and make your ads more memorable. 

9. Keep it consistent. Maintain a consistent visual style and tone across your ads and social media platforms to build brand recognition and trust with your audience. 

10. Use the Madgicx Creative Workflow. Use a platform like Madgicx’s Creative Workflow to help you consistently create scroll-stopping Instagram ads. This all-in-one creative production solution allows you to browse Madgicx’s Ad Library for inspiration, filter by industry and brand, save your favorite examples to boards, and share them with your team.

You can even send design briefs directly from the Ad Library to our digital artists, who will create custom ads for you in just 48 hours. Try it for free for a week—thank us later 😉

Instagram ad examples

To inspire your next Instagram ad campaign, let's look at some successful advertisement examples across different ad formats:

1. Image ad example: Salt & Stone

Image ads have limited space, so your message must be punchy and impactful. Salt & Stone nails this perfectly with a review that resonates: 'My shower smells like a 5-star hotel.' Who wouldn't want that daily luxury experience at home?

2. Video ad example: Nocta

What’s impressive about this Nocta ad is how they’ve achieved a premium and polished look without a videographer and lengthy studio time. By combining high-quality product shots and illustrations into a GIF and then converting that into a video ad, they've saved both time and budget while maintaining the brand's premium feel.

3. Carousel ad example: The Summer House

Whether you choose an image, a video carousel, or a mix of both, as this fashion brand does, there's something compelling about letting users swipe through and unpack your story card by card. It’s an interactive way to engage your audience and keep them interested as they explore each piece of your content. The Summer House excels at painting a picture of what their brand stands for: relaxed, stylish living combined with a commitment to sustainability and earthy values.

4. Stories ad example: Moon Juice

To avoid those quick forward taps on Instagram Stories, you need to capture attention in unique ways. Moon Juice does this brilliantly by taking full advantage of Stories' full-screen format, serving up a close-up of their fizzy drink as if offering it right to your face. This engaging visual sparks curiosity, making you pause or backtap for a closer look, and leaves you wondering what this pink drink tastes like.

5. Reels ad example: Le Mieux

Reels give you the freedom to be fun and creative. Since you're up against viral dance challenges and other high-energy content, your brand must match that vibe to stand out. Experiment with unexpected ways to shoot your content, play around with catchy music, and don't hesitate to surprise your audience. Being a little unpredictable can make all the difference in Reels.

6. Collection ad example: Farfetch

Farfetch’s main video effortlessly captures a simple, carefree lifestyle that draws you in. They seamlessly showcase their latest items from there, inviting you to shop and step instantly into that aspirational life.

7. Explore ad example: Baobab

Creating ads like Baobab’s Explore ad is not just about visuals but also smart targeting. These ads blend incredibly into the Explore feed because they match the style and interests of the users viewing them. Of course, this isn’t just by chance; you can control it by using Instagram's targeting options to reach specific audiences already engaging with similar content.

To ensure your ads feel native and relevant, focus on creating visuals that align with what your target audience is already interested in. This way, your ad doesn’t just fit in—it stands out for all the right reasons.

8. Shopping ad example: DefShop

DefShop is using shopping ads to showcase its products in action. If you like the model's outfit, you can simply click on the product tags and purchase it immediately. It’s the best way to turn inspiration into instant shopping.

🔔 If you’re advertising across Meta platforms, check out this blog for a comprehensive guide on all types of Facebook ads.

Frequently asked questions - types of Instagram ads

We've gathered some of the most frequently asked questions to help you find the answers you're looking for quickly and easily.

What are the different types of Instagram post content?

Instagram offers several types of post content for both organic and paid advertising: 

1. Feed posts: Standard image or video posts that appear in users' main feeds

2. Stories: Ephemeral content that disappears after 24 hours unless saved as a Highlight

3. Reels: Short-form video content designed for entertainment and discovery

4. Live videos: Real-time broadcasts allowing direct interaction with viewers

What are sponsored ads on Instagram?

Sponsored ads on Instagram are paid posts that appear in users' feeds, Stories, or Explore pages. These ads carry a ‘Sponsored’ label and target specific audiences based on demographics, interests, and behaviors.

Businesses can create sponsored ads from existing organic posts or design them specifically for ad campaigns. This approach allows you to reach new customers and boost engagement beyond your follower base.

Conclusion

Now that you've explored the 8 dynamic formats of Instagram ads, it's time to put them into action. Each format has its flair, from captivating Reels to interactive Carousels, ensuring you can craft campaigns that truly stand out. 

Keep a close eye on your social media reports to see what resonates with your audience, and don’t hesitate to tweak your approach. With a bit of creativity and strategic insight, you’ll turn those ad types into traffic-driving, engagement-boosting powerhouses.